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The technical side of Internationalization at Eventbrite or "Sh!t we're going global, now what?"

Presented at the London Web Summit 2013, it describes how Eventbrite internationalized its platform and successfully launched fully localized sites in 14 countries and 9 languages over the course of 2 years. It gives you a good idea of all the issues you will need to tackle when taking your company global.

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Sh!t we're going global,
                        now what?
Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
Eventbrite & i18n in 2010
    • US English site only, but used in 150 countries
    • no strings marked for translation
    • no i18n/l10n framework
    • large help center only in English
    • no non-English customer support
    • all on .com
Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
Fast forward to 2012
                            .ca
                            Dec
                            201
                             1




                       Successfully launched local sites in
                        14 countries and 9 languages
Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
here is how we did it and
                   what we learned


Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
Houston, we have a problem!
             Back-End                                                      Graphics
                       SEM
                SEO
                            Front-End
         Documentation           Javascript
                        PDFs
         Help Center
                     Emails    Marketing
Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
where do I start????



Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage

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The technical side of Internationalization at Eventbrite or "Sh!t we're going global, now what?"

  • 1. Sh!t we're going global, now what? Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 2. Eventbrite & i18n in 2010 • US English site only, but used in 150 countries • no strings marked for translation • no i18n/l10n framework • large help center only in English • no non-English customer support • all on .com Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 3. Fast forward to 2012 .ca Dec 201 1 Successfully launched local sites in 14 countries and 9 languages Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 4. here is how we did it and what we learned Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 5. Houston, we have a problem! Back-End Graphics SEM SEO Front-End Documentation Javascript PDFs Help Center Emails Marketing Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 6. where do I start???? Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 7. Roadmap to global domination 1. Assess your situation 2. Getyourlocalised site in shape 3. Don'tforget about everythingelse Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 8. Are you unicode ready? Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 9. What's your domain name strategy? Global dot com or local TLDs? Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 10. Pick the right database, framework and templating engine Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 11. I'm ready, now what???? Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 12. Mark strings HTML <html> <body><h1>${ _("Welcome to the London Web Summit!") }</h1></body> </html> JAVASCRIPT <script> alert(gettext("Welcome to the London Web Summit!")); </script> PYTHON from django.utils.translation import ugettext_lazy as _ my_str = _("Welcome to the London Web Summit!") Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 13. Extract strings Mako and Handlebar Templates, Javascript Files, Python Files pybabel strings.pot #: django/templates/cool_template.html:26 msgid "Welcome to Eventbrite! You chose wisely." msgstr "" Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 14. Translation strategy high high low med med high high low low Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 15. Automate the translation workflow source code /fr_FR/strings.po strings.pot translation translation database database translators Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 16. Graphics are evil! Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 17. Localize your back-end MIDDLEWARE if domain == 'eventbrite.fr': request.locale = FRLocale HTML _("Total:") <b>${ format_number(2000) }</b> _("Date:") <b>${ format_date('2013-03-01', format='medium') }</b> OUTPUT Total : 2.000,00 Date : 1 mars 2013 Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 18. TADA! Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 19. cool! i'm done, right? Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 20. What about mobile? Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 21. Can you help me? Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 22. Want to get paid? Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 23. What about taxes? Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 24. What about marketing? TLD Launch FRANCE sign-ups: Press and SEM SPAIN sign-ups: SEM only PORTUGAL sign-ups: No marketing activity Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 25. you're almost there... Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 26. long term, you don't need a dedicated international team Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 27. ...but you do need dedicated local teams Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 28. all your teams need to adapt to be a truly global company Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 29. now, listento your audience Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 30. and don't forget to... Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage
  • 31. ...have fun! Renaud Visage / co-founder & cto / www.eventbrite.com / twitter @renaudvisage